San Miguel brings 'richer experiences' to pubs and bars

9th June 2017

Spanish beer brand San Miguel will unveil a series of what it terms 'enriching experiences' to the on-trade this year, designed to tap into what it sees as an increasing consumer demand for experiences over material possessions.

The premium lager, which recently became one of a handful of beer brands in the UK to break the 1 million hectolitre sales milestone, will this month launch ‘San Miguel La Experienca’, a trade programme to reward on-trade venues across the UK that provide a richer experience for their customers.

The activity has been developed to celebrate consumers embracing experiences in the on-trade and to recognise venues that deliver on this. The brand will initially search to identify venues that offer great food and also venues with the best outdoor spaces amongst other factors.

Successful venues will be supported with local press advertising and social media encouraging consumers to visit these venues. In addition, a select number will be given the ‘San Miguel La Experiencia’ treatment, which will include a bespoke San Miguel branded event and widespread local publicity to drive footfall to the venues. 

The trade activity will run in conjunction with a nine-month consumer campaign which seeks to find 20 life-rich individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, published in the national media in the autumn this year.

The multi-channel campaign launched in April this year with a series of cinema, print and digital communications running through to December and is also supported by a celebrity endorsement.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: "We’ve evolved the campaign for 2017, so that it now supports on-trade operators who focus on creating fantastic experiences for their guests. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.”

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